Kids oral care

Launching from July, the category’s first Aquafresh Milk Teether is predicted to drive incremental growth to the £46m kids category. This product has been specifically designed for babies - and will provide an oral care regime from the first tooth. The Aquafresh Milk Teether is intended for use from the first signs of teething for children aged three months plus. Specially created with paediatric dentists, the NPD helps soothe gums and cleans their teeth throughout the teething process. With multi-zone teething sections, the Aquafresh Milk Teether has been designed to reach the different areas in the mouth.

Research shows that enamel on kids’ teeth is 50 per cent thinner than on permanent teeth, highlighting the need that children’s teeth require special protection from an early age. By extending the Aquafresh Kids platform, the Aquafresh Milk Teether will help ensure that Aquafresh is at the forefront of consumers’ minds and the top choice for mums when thinking about oral care from the first tooth.